Roblox announced on Thursday that creators can now sell physical merchandise directly within their experiences and games on the platform with the launch of new Commerce APIs.

The offering provides creators with a new way to generate revenue beyond the purchases of virtual goods or one-time fees to access specific experiences.

The company first began testing the ability to buy physical merchandise within a few branded experiences in mid-2024. Last September, Roblox announced that creators would soon be able to sell physical items in experiences thanks to a partnership with Shopify.

Now, Roblox is making that integration available to all eligible creators and brands after completing a closed beta test of its Commerce APIs.

The ability to purchase physical products will be available in all-ages experiences for U.S. users ages 13 and up. Roblox plans to add more partners and expand the feature to additional markets in the future.

For brands, the Commerce APIs offer a new way to reach customers. For example, beauty brand Fenty is going to launch a shoppable experience within Roblox to offer an exclusive Gloss Bomb shade called “Grape Splash.”

Eligible creators and brands can also bundle physical purchases with digital items via the new Commerce APIs. That means that you could purchase a physical hoodie and also receive one for your digital avatar.

Roblox’s new Approved Merchandiser Program (AMP) lets creators and brands connect their real-world or online store purchases to avatar items and accessories on Roblox.

The AMP program and a badge on physical products will serve as a mark of authenticity to show consumers that the items are official. Products with the badge will include a code for a unique digital item relevant to the IP that they can use on Roblox.

“Our vision for the future of shopping is an experience that’s more exciting and social than the traditional online shopping experience,” the company said in a blog post. “On Roblox, you can explore virtual stores, try on clothes, and share the experience with others. This naturally builds interest and purchase intent. Now we’re taking it one step further, bridging the gap between virtual and real-world shopping by enabling Roblox users to purchase physical items.”

Roblox notes that creator studio Twin Atlas used Commerce APIs in their games to sell physical products and ended up seeing six-figure commerce revenue during the first few weeks. Around 90% of their total orders are placed via their in-game commerce integration, Roblox says.